Established in 2006 in Copenhagen, Denmark, Mikkeller is a cult craft beer brewery acclaimed for its innovation and quality. Operating four breweries in Europe and the United States, the rule-breaking company has bars and restaurants across the world, with beers exported to over 50 countries.
In launching Mikkeller Singapore early 2021 at Chinatown Complex, we worked with the headquarters in Denmark and local partners in Singapore on an integrated marketing and PR campaign. Aside from inviting media and influencers to experience the brews, story angles cast a spotlight on the local partners as new-age hawkers, general craft beer education, and tailored hawker food-beer pairings were pitched to the media. The three-month campaign garnered over S$130,000 in media value and almost five million social media impressions.